| 摘要 | 第1-7页 |
| Abstract | 第7-14页 |
| Chapter One Introduction | 第14-20页 |
| ·Research Review on Translation Studies | 第14-16页 |
| ·The Pragmatic Turn of Translation Studies | 第16-17页 |
| ·Rationale of the Study | 第17-18页 |
| ·Objectives of the Present Study | 第18-19页 |
| ·Research Methodology and Data Collection | 第19-20页 |
| Chapter Two Literature Review | 第20-39页 |
| ·Introduction | 第20页 |
| ·Philosophical Background of Pragmatic Turn | 第20-22页 |
| ·Theoretical Background of Universal Pragmatics | 第22-23页 |
| ·Overview of Study of Pragmatic Translation at Home and Abroad | 第23-31页 |
| ·Foreign Studies of Pragmatic Translation | 第24-26页 |
| ·Translation Studies Based on Pragmatic as a Component of Linguistics | 第24-25页 |
| ·Translation Studies Based on Relevance Theory | 第25-26页 |
| ·Domestic Studies of Pragmatic Translation | 第26-31页 |
| ·Translation Studies Based on Pragmatics as a Component of Linguistics | 第27-28页 |
| ·Translation Studies Based on Relevance Theory | 第28-30页 |
| ·Translation Studies Based on Adaptation Theory | 第30-31页 |
| ·Previous Studies of Brand Name Translation | 第31-34页 |
| ·Existing achievements on brand name translation abroad | 第31-32页 |
| ·Existing achievements on brand name translation at home | 第32-34页 |
| ·Limitations and Enlightenment of Previous Studies | 第34-35页 |
| ·Main Features of Brand Name | 第35-39页 |
| ·Distinguishability Principle | 第35-36页 |
| ·‘KISS’ Principle | 第36页 |
| ·Aesthetic Principle | 第36-37页 |
| ·Legal Principle | 第37页 |
| ·Creativity Principle | 第37-38页 |
| ·Summary | 第38-39页 |
| hapter Three Theoretical Framework of the Study | 第39-64页 |
| ·Introduction | 第39页 |
| ·A Brief Introduction of Optimality Theory | 第39-47页 |
| ·Basic Notions of OT | 第40-44页 |
| ·Development of OT: Bidirectional OT | 第44-47页 |
| ·Optimal Relevance in OT | 第47-50页 |
| ·Related Models based on Optimality- Relevance Theories | 第50-52页 |
| ·Integration of ORT Model to Translation | 第52-63页 |
| ·Possibility of ORT Model to Translation | 第52-53页 |
| ·Feasibility of ORT Model to Translation | 第53-55页 |
| ·Description of the Architecture of ORT Model | 第55-63页 |
| ·The generation mechanism of ORT Model | 第56-58页 |
| ·The evaluation mechanism of ORT Model | 第58-63页 |
| ·Summary | 第63-64页 |
| Chapter Four Case Studies in Brand Name Translation: An ORT Model Account | 第64-73页 |
| ·Introduction | 第64页 |
| ·Application of ORT Model to Brand Name Translation | 第64-72页 |
| ·Case Study of the Brand Name Revlon | 第64-69页 |
| ·The generation of Revlon | 第64-65页 |
| ·The evaluation of Revlon | 第65-69页 |
| ·Case Study of the Brand Name Goldlion | 第69-72页 |
| ·The generation of Goldlion | 第69页 |
| ·The evaluation of Goldlion | 第69-72页 |
| ·Summary | 第72-73页 |
| Chapter Five Conclusion | 第73-77页 |
| ·Major Findings of the Study | 第73-74页 |
| ·Implications | 第74-75页 |
| ·Limitations and Suggestions for Further Research | 第75-77页 |
| References | 第77-82页 |
